Analyses of the Consumer' Green Food Purchasing Behaviors: A Survey of Consumers in Chengdu

The green foods which refer to healthy foods with high quality attracts more and more consumers' concern. In line with the theory of Planned Behavior, the authors of this paper analyze main factors which influence consumers green food purchasing behaviors. The paper firstly describes an empirical investigation for consumers' green food purchasing behaviors in Chengdu, and then applies the logistic model to analyze how consumers' purchasing behaviors are influenced. Researches show that in a family has a child less than 6 year old and/or consumers' awareness on green food is strong; they tend to buy green foods.